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Ida Rosenthal (Birth name Kaganovich; January 9, 1886 – March 29, 1973) was a -born United States dressmaker and businesswoman who co-founded Maidenform. Ida is considered to be the creator of the modern bra and her company Maidenform went on to become the most successful bra manufacturer in the world.
At the age of 18, she emigrated to the United States, following her fiancé William Rosenthal, and Americanization her (maiden) name to Cohen. Those who knew her well called her Itel. (2025). 9780670025473, Viking. ISBN 9780670025473 In 1907 she got married and partnershiped with her husband.
In 1921, along with Enid Bisset, she opened up a dress shop, which a year later was registered the name Maidenform. In 1925 the first Maidenform plant was opened in Bayonne, New Jersey to focus solely on their most popular product, brassieres (although the company later produced lingerie and swimwear as well). Despite the Great Depression and Enid's retirement, the partnership was very successful and expanded into markets across the United States, Europe and Latin America. The Maidenform bra originated as an accessory to improve the fit of the dresses they sold, but it became so popular that they began to sell it separately. Their product was a major improvement over previous bras, because they used cups that supported and conformed to the breasts, rather than flattening them as had been the Flapper style (known as the "Boyish Form").
Under Ida and her husband's leadership, Maidenform made many other advancements. Maidenform was the first company to sell , and William invented a standard for cup sizes. In 1942, Ida received a patent for an adjustable fastener. During this time, Maidenform was also known for its racy newspaper ads featuring and its advertising slogan "I dreamed... in a Maidenform Bra."
During World War II her company Maidenform designed and produced vest for homing pigeons. These vest allowed paratroopers to carry birds with them when they parachuted behind enemy lines.
After William's death in 1958, Ida became the company president. Ida died in 1973 of pneumonia, leaving the company in control of her son-in-law Dr. Joseph Coleman. Upon Coleman's death in 1968, Ida's daughter Beatrice Rosenthal Coleman gained control over the company.
Today Maidenform is owned by Hanesbrands and is currently being run by Ida's Granddaughter, Elizabeth Coleman.
In 1942, Ida and William presented Solomon Rosenthal's collection of Hebrew books to New York University. This went on to become the William and Ida Rosenthal Collection. Ten years later a foundation in honor of Ida made sure a librarian would be paid to care for the collection. During this period they also established the Ida and William Rosenthal Fellowship in Judaica and Hebraic at New York University.
The couple founded Camp Lewis in Rockaway, New Jersey in 1943 for the Boy Scouts of America, in memory of their son Lewis, who died in 1930 at the age of 23. The camp continued to operate has been sold as of 2025.
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